MKTG 482 Quiz 3 100% Verified
In terms of a marketing strategy, sponsorship: - ANSWER is a component of an
integrated marketing communications strategy
_____ may be defined as the strategic efforts that are designed to support and enhance
a sponsorship strategy. - ANSWER Leveraging*
Leveraging activities generally start: - ANSWER prior to the beginning of the
sponsored event
The length of the leveraging program is dependent upon the: - ANSWER scope of the
event being sponsored
According to industry convention, the leveraging budget should: - ANSWER at least
equal the cost of the rights fees
Companies that spend nothing on leveraging activities: - ANSWER will likely fail to
maximize the potential benefits of the sponsorship
Which of the following is NOT a leveraging technique? - ANSWER Tying agreements
As a sponsor of the Olympics, Coca-Cola used a series of commercials in which average
people were shown competing with Olympic-grade athletes. The _____ was designed to
emphasis the goodness of the drink provided by Coke to all of its members. - ANSWER
theme-based advertising*
When the objective of advertising is to reflect the character of the event being
sponsored, it is best to use: - ANSWER theme-based advertising
, Reilly Auto Parts signed a multiyear deal with NHRA to be the primary sponsor of the
NHRA Mid-South Nationals in Tennessee. If Reilly Auto Parts buys commercial time on
ESPN2, the channel that will televise the event, this would be an example of: - ANSWER
leveraging
The two things that pairing sheets, programs, and playbills have in common have in
common are (1) they acknowledge the event sponsors and, (2) they: - ANSWER tend to
be read and kept by attendees
Which of the following is an example of a sponsor leveraging its sponsorship through
packaging? - ANSWER Campbell soup indicates it is an NHL sponsor on cans of its
Chunky brand soups
Wheaties Cereal is a major sponsor of the FLW Outdoors, a series of seven national
fishing tournaments that are conducted annually. One year, it put the face of Angler of
the Year, Clark Wendlandt, on boxes of Wheaties' corn flakes. This is an example of the
use of _____ to leverage a sponsorship. - ANSWER cross-promotion*
Which of the following is a method used for leveraging a sponsorship? - ANSWER
Distribution of premiums
When a sponsor decides to distribute free products or premiums to event attendees, it
is typically because of either an overt effort to leverage the sponsorship or a(n): -
ANSWER VIK commitment
LETUS, one of Canada's leading telecommunications companies and a sponsor of the
Canadian Football League, gave Inflatable Rally Sticks with the LETUS logo to game
attendees to use as noisemakers at the game and as a keepsake. LETUS leveraged its
sponsorship through the use of: - ANSWER premiums
Kansas City-based Interstate Baking Corp. (manufacturers of Hostess snacks) signed
three racing drivers - Danica Patrick, Leilani Munter, and Melanie Troxel - to be the
Hostess Racing Divas. Hostess is promoting its snack cakes line with an online
instant-win game that awards ten winners with trips to watch its Racing Divas compete.
Hostess is using _____ to leverage its race sponsorship. - ANSWER provision of prizes
In terms of a marketing strategy, sponsorship: - ANSWER is a component of an
integrated marketing communications strategy
_____ may be defined as the strategic efforts that are designed to support and enhance
a sponsorship strategy. - ANSWER Leveraging*
Leveraging activities generally start: - ANSWER prior to the beginning of the
sponsored event
The length of the leveraging program is dependent upon the: - ANSWER scope of the
event being sponsored
According to industry convention, the leveraging budget should: - ANSWER at least
equal the cost of the rights fees
Companies that spend nothing on leveraging activities: - ANSWER will likely fail to
maximize the potential benefits of the sponsorship
Which of the following is NOT a leveraging technique? - ANSWER Tying agreements
As a sponsor of the Olympics, Coca-Cola used a series of commercials in which average
people were shown competing with Olympic-grade athletes. The _____ was designed to
emphasis the goodness of the drink provided by Coke to all of its members. - ANSWER
theme-based advertising*
When the objective of advertising is to reflect the character of the event being
sponsored, it is best to use: - ANSWER theme-based advertising
, Reilly Auto Parts signed a multiyear deal with NHRA to be the primary sponsor of the
NHRA Mid-South Nationals in Tennessee. If Reilly Auto Parts buys commercial time on
ESPN2, the channel that will televise the event, this would be an example of: - ANSWER
leveraging
The two things that pairing sheets, programs, and playbills have in common have in
common are (1) they acknowledge the event sponsors and, (2) they: - ANSWER tend to
be read and kept by attendees
Which of the following is an example of a sponsor leveraging its sponsorship through
packaging? - ANSWER Campbell soup indicates it is an NHL sponsor on cans of its
Chunky brand soups
Wheaties Cereal is a major sponsor of the FLW Outdoors, a series of seven national
fishing tournaments that are conducted annually. One year, it put the face of Angler of
the Year, Clark Wendlandt, on boxes of Wheaties' corn flakes. This is an example of the
use of _____ to leverage a sponsorship. - ANSWER cross-promotion*
Which of the following is a method used for leveraging a sponsorship? - ANSWER
Distribution of premiums
When a sponsor decides to distribute free products or premiums to event attendees, it
is typically because of either an overt effort to leverage the sponsorship or a(n): -
ANSWER VIK commitment
LETUS, one of Canada's leading telecommunications companies and a sponsor of the
Canadian Football League, gave Inflatable Rally Sticks with the LETUS logo to game
attendees to use as noisemakers at the game and as a keepsake. LETUS leveraged its
sponsorship through the use of: - ANSWER premiums
Kansas City-based Interstate Baking Corp. (manufacturers of Hostess snacks) signed
three racing drivers - Danica Patrick, Leilani Munter, and Melanie Troxel - to be the
Hostess Racing Divas. Hostess is promoting its snack cakes line with an online
instant-win game that awards ten winners with trips to watch its Racing Divas compete.
Hostess is using _____ to leverage its race sponsorship. - ANSWER provision of prizes
